Media Gratification Essay

1692 Words 7 Pages
The main focus that early mass communication research has commonly looked into is what impacts media can implicate onto an audience. But as explored by Blumler (1974) through flipping the focus of study onto audience uses of media rather than media effects it has allowed a different study to be explored, which is set as the uses and gratifications research. As discussed by Rubin (1986), uses and gratification research looks into the media audience’s uses and the needs of certain media, as well as the sociological need and physiological thinking which gives an explanation to this audience’s media consumption. Early mass media (pre-internet) uses and gratification research look into audience behaviour when it comes to the newspaper, radio and …show more content…
Television takes the audience out from their world into a new world. Their studies showed how the audience could take respite and view a world that seemed more important than their own. Blumler (1974) shares personal relationships and personal identity as a gratification from their research. Personal relationships can be built from certain programmes of television, a person can share the same interest and views with another, as well as watch the same programmes. This gratification is the social drive, to be able to connect with another person through the certain programme. Personal identity can be found though what a person views, this can be either from the viewer watching the programmes seeking out information that will boast and enforce their opinions. Surveillance as referred to by Blumler and McQuail (1969), is the need to seek news and information, the programmes allow the audience to be a spectator of public affairs and to remain aware of their societal …show more content…
The most common of these would be media used as a form of respite and escape; a daily tool to their everyday life; to gather information in order to understand their surroundings and develop an opinion; and for the ability to build on their social personality and relationships. These certain aspects can be applied into this new digital media age, in relation to the new media platform of the internet and more specifically social networking sites such as Facebook. Blachino, Przepiorka, and Rudnicka (2013) explored the modern uses and gratifications and the physiological behaviour of why social media is valued and needed. Social media is a daily tool, Facebook is such a commonly used platform in which society recognises it almost as a form of identification. The research and findings of early mass media do relate to internet era of media, such as the factors introduced. The internet and social media is used every day, it has become a daily tool of living as people use it and without it lives would crash. The information available from newspapers, radio and television can found throughout the internet so that gratifications of information is greatly satisfied. People not just are able to gather information to form an opinion, but they can also express their opinions through social networking websites. Blachino, Przepiorka,

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